glossary
Influencer marketing, explained
Clear definitions of the terms you'll encounter when running influencer campaigns — from discovery to measurement.
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Discovery & Search
Influencer Discovery
The process of finding and identifying relevant social media creators for brand campaigns using search tools, databases, or platforms.
Read definitionInfluencer Vetting
The process of evaluating a creator’s audience quality, content authenticity, brand safety, and performance before entering a paid partnership.
Read definitionInfluencer Database
A searchable collection of social media creator profiles enriched with audience demographics, engagement metrics, contact details, and content data, used to discover, filter, and shortlist creators for campaigns at scale.
Read definitionCampaign Management
Influencer Outreach
The process of contacting creators to propose brand partnerships, including personalized pitches, follow-ups, and relationship building.
Read definitionInfluencer CRM
Software designed to track and manage brand-creator partnerships, centralizing communication, campaigns, contracts, and performance data.
Read definitionMetrics & Measurement
Engagement Rate
Engagement rate is the percentage of a creator’s audience that actively interacts with their content through likes, comments, shares, and saves. It signals how much an audience cares, not just how large it is, making it a core authenticity and performance metric for vetting influencers and predicting campaign results.
Read definitionEarned Media Value (EMV)
Earned Media Value (EMV) is an estimated dollar figure that approximates what the exposure generated by influencer or organic social content would have cost as paid advertising. It converts likes, comments, shares, views, and impressions into a single monetary number used to gauge campaign reach and value.
Read definitionIndustry Concepts
Influencer Marketing Platform
Software that helps brands discover, evaluate, manage, and measure influencer partnerships at scale — combining creator search, CRM, campaign tracking, and analytics.
Read definitionInfluencer
A person who has built a sizeable, engaged audience on a social platform and can shape their followers’ opinions, behavior, and purchasing decisions — which makes them valuable partners for brands.
Read definitioninfluship platform
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